Gamification is gaining popularity as a tool for increasing user engagement in IT projects and projects in other industries, but the variety of approaches makes it difficult to choose the most effective model. The purpose of this study was to systematically analyze modern gamification models relevant for IT projects and to identify more effective approaches to their application. To achieve this goal, a number of popular gamification models and frameworks were considered, such as Octalysis, Self-Determination Theory (SDT), Points-Badges-Leaderboards (PBL), RAMP, Bartle's typology of players, and others. The models are classified according to their focus: internal user motivation, external reward system, player types, or the game design development process. A comparative analysis of these models was conducted considering gamification mechanics, dynamics, and aesthetics, and the experience of their use in practical cases was also taken into account. The results of the study demonstrate that each of the gamification models has its advantages and limitations. For instance, Octalysis and the Self-Determination Theory focus on fostering intrinsic motivation (autonomy, competence, involvement), while the PBL approach or the RAMP model are aimed at extrinsic incentives (points, badges, status, rewards). Models based on the typology of players allow for the selection of game mechanics tailored to the audience's psychological characteristics, highlighting achievers, explorers, socializers, etc. This significantly increases the relevance of the gaming experience for different users. A comparison of the models showed that there is no universal solution – the choice of a gamification model depends on the project's goals, the characteristics of the target audience, and the desired behavioral outcomes. Simultaneously, an integrated approach is advisable, in which elements of several models are combined to create a balanced gamification system. The analysis determined the areas of gamification application and provided recommendations for model selection. It was concluded that modern gamification models should be selected taking into account the specifics of the project: the right combination of game elements can significantly increase the efficiency of IT projects, improve learning outcomes, and boost the motivation of employees or customers, depending on the area of application. The results obtained can become the basis for further research on the development of models, methods, algorithms, and methodological recommendations for gamification in digital transformation projects of enterprises in various industries. Areas of further research are formulated, and conclusions are provided.